Link Building – The Basics

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If you understand the basics of marketing, you’ll know that one way to help drive traffic to your website and boost your sales is through link building.

Link building is the process of getting backlinks (links back to your site) on trusted, relevant websites. The more you have, the better you will rank in search engines, and the more people will notice and trust that your business is a reliable and helpful one. 

However, link building isn’t easily done and you need to have a good grasp of the different strategies and techniques you can try to up your link building game. 

There are two different types of linking that will help improve your SEO. The first, as mentioned above, is obtaining backlinks. The second is internal linking which helps users navigate from one page to another and helps Google crawl and index your site. 

Different types of links are better quality than others. If you have the time to invest heavily in relationship building you can hope to build natural links with trusted businesses and influencers who will be happy to mention your site/business/ products because they genuinely believe they will be of interest to their audiences. These links are extremely high quality, but time-consuming to achieve. 

Another option is manually created links which are obtained by doing tailored outreach work. You can contact relevant people and businesses and ask them to link to you. Automated outreach is a similar approach but you undertake less extensive research to curate a list of people to contact and send you an automated email rather than a carefully crafted, individual one. 

Some businesses choose to create nonedition links themselves. However, Google frowns upon this and will penalize your site if I believe you are trying to abuse the system. These types of links come from blog comments that are not monitored, embedded infographics, advertorials, user profiles, and so on. Linking to a site or paying a site to link to you is also against Google's guidelines. 

If you can find sites with high traffic that are relevant to your business these are ones you should be targeting for inbound links. This is because the people who visit that site will already be interested in the kind of offering you present, and there will be a lot of time – it’s as simple as that. 

Quantity vs. Quality

Many ask whether it’s better to gain 100 links from lower authority sites or 10 links from really credible websites. The truth is that quality wins almost every time, though there can be exceptions depending on the type of business in which you operate. Having a balance works well for a lot of businesses. 

Relevance is also important – if the link features on a site that’s relevant and within your niche – this is considered more credible by Google.  

In conclusion…

Of course, the way Google operates and the industry as a whole is continuing to change and so your link-building strategy should be flexible and something you resist from time to time. Focusing on link building can be a fantastic way to promote your website and business so implementing this into your marketing strategy is always a solid idea. 

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